Experiential product framing and its influence on the creation of consumer reviews

Gallo I, Townsend I, Alegre I, (2019), Experiential product framing and its influence on the creation of consumer reviews, Journal of Business Research, 98, p177-p190.


Mots clés : Marketing expérimental, Encadrement expérentiel, Critiques de produits, Le bouche à oreille

Résumé : Nous examinons comment le cadrage expérientiel, une tactique de marketing de plus en plus populaire, influence le comportement de révision des consommateurs. Le cadrage expérientiel est une stratégie de communication par laquelle les spécialistes du marketing décrivent un produit matériel comme s’il s’agissait d’une expérience, quelque chose que le consommateur vit, plutôt que de se concentrer sur les fonctionnalités et les attributs du produit. Sur la base de travaux antérieurs comparant la relation des consommateurs avec les produits à celle des expériences ainsi que des travaux antérieurs sur le comportement de révision des produits et le marketing expérientiel, nous émettons l’hypothèse que le cadrage expérientiel augmente la probabilité des consommateurs de revoir un produit. En effet, un examen des données ainsi que deux études en laboratoire montrent que le cadrage d’un produit comme une expérience est associé à une augmentation du bouche à oreille. Nos résultats soutiennent également notre processus proposé ; lorsque les produits sont conçus comme des expériences, les consommateurs les perçoivent comme plus personnels et auto-définis; cela augmente alors la probabilité pour le consommateur de s’engager dans l’activité d’auto-démonstration de l’examen des produits.

Grandes lignes :

  • Le cadrage expérientiel augmente la probabilité des consommateurs de revoir un produit.
  • Le cadrage d’un produit comme une expérience est associé à une augmentation du bouche à oreille
  • Lorsque les produits sont conçus comme des expériences, les consommateurs les perçoivent comme plus personnels

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